Heimtextil Fair from 14th to 16th September 2010

For the first time, Madeira embroidery was present at the Heimtextil Russia trade fair, devoted to the home textile sector, which took place in Moscow, at the IEC Crocus Expo, from the 14th to the 16th of September 2010.Heimtextil Russia is entirely dedicated to professionals and was graced by the presence of many prestigious and renowned companies from the global textile sector.

This presence was coordinated by the Instituto do Vinho, do Bordado e do Artesanato da Madeira, IP (Madeira Wine, Embroidery and Handicraft Institute - IVBAM), represented by Bárbara Spínola, Promotion Division, jointly with representatives from three Madeira embroidery firms: João Eduardo de Sousa, Lda, Luis de Sousa Lda and Patrício & Gouveia, Succrs..

  As is customary, Madeira embroidery was positioned in the luxury segment and occupied a total area of 42m2, with each company having its own 14m2 space.This participation occurred in partnership with AEP and AICEP Moscow, which carried out direct promotional work with companies in the home textile sector in Russia by sending out invitations and product catalogues associated with the Portuguese companies at the fair.  This action was undertaken within the scope of the Projecto de Promoção do Bordado Madeira e do Artesanato Regional (Madeira Embroidery and Regional Handicraft Promotion Project) as part of the framework of the INTERVIR+ Programme, and aimed to promote the presence of Madeira embroidery in new markets such as Russia, given that annual growth in textile consumption over the last three years is estimated at 25%.In terms of business opportunities, the home textile sector (in non-food categories) is the segment showing the most dynamic growth in the Russian market. A significant section of the population has high purchasing power and the market is in full swing. Added to this development in the standard of living and imports, Russians prefer foreign products characterised by good quality, fashion and diversity.